Social Media Marketing
5 Reasons Why you and everyone else is getting it wrong!
Yes that
means
YOU!!!
What is this about
It is quite simple really…
…the web allows consumers to lie…
…to each other…
…to themselves…
…but most importantly…
It is quite simple really…
…the web allows consumers to lie…
…to each other…
…to themselves…
…but most importantly…
It is quite simple really…
…the web allows consumers to lie…
…to each other…
…to themselves…
…but most importantly…
…lie to you and Your business!
What do I care
Well you might not.
Well you might not. But you should.
At the very least you have a marketing budget
Possibly a whole team or department
Probably ;-)
This presentation will help you work smarterand
more profitably
OK
A bit of backgroundbefore we begin
OK
A bit of backgroundbefore we begin
I know presentations should avoid long text but…this will be quick. I promise.
People use consumer activity to create a lifestyle that reflects their personality and identity*
*Warren Susman
People use consumer activity to create a lifestyle that reflects their personality and identity
Simply put, consuming is a form of socialisation
The consumer uses purchases to fulfil
aspirations or display STATUS
This is known as conspicuous consumption
The consumer uses purchases to fulfil
aspirations or display STATUS
This is known as conspicuous consumption
into
two g
roup
s
Now here is the rub…
A Social Scientist dividedsociety
His name was Zygmunt Bauma
and
they were called the Repressed
and the Seduced
SEDUCEDThese individuals are members of societywho have the money to consume effectively.
SEDUCEDThese individuals are members of societywho have the money to consume effectively. They can buy your stuff!!
But more importantly, other people can see that they can buy your stuff and so they are
accepted in society as valuable.
They are consumers.
Examples?
Lawyer | Doctor | Personal Trainer | Soldier | Dentist | Plumber | Bricklayer | Executive | Programmer | Developer | Director
Someone who has your PRODUCT or SERVICE
REPRESSEDThese individuals are members of society who are excluded from consumer society.
Usually due to lack of money…but not always.
REPRESSEDThese individuals are members of society who are excluded from consumer society.
Usually due to lack of money…but not always.
They cannot buy your stuff!!
Most importantly, other people can see that they cannot buy your stuff and so they are
marginalised in society.
They are not valued consumers and will probably face
social exclusion.
Examples?
/Single Parents/Unsuccessful/Unemployed
/Migrants/Disabled
/Elderly/Young
/Monks?
In summary
Someone without your product or service
But the world wide web and social networking allows people to circumvent these traditional ideas.
And ruin your
carefully planned marketing strategy!
Rich
Consumer
Poor
How
“Things are bought to make a positive impression…and… demonstrate newly acquired wealth and rising status
…to visibly display status.”
The Theory of the Leisure Class Thorstein Veblen, 1899
Steven says…I can virtually display my allegiance to a product or service without actually having to purchase it.
In consumer society people are preoccupied, not with class, but with personal taste and individuality.
This entire idea can be encapsulated with what I refer to as the Customer Sum
Intent to purchaseX
Capability to purchase
= Purchasing Power
Intent: …the planning and desire to perform an act.Capability: …the power or ability to execute a course of action
But without having to buy anything!
This new role means we are all continually performing,
broadcasting and acting out our consumer identities.
What does this mean for me
A marketing budget wasted on targeting customers who have neither the intention nor the means of
purchasing your products
Social Networks provide an unlimited platform for a consumer to display their Intent to Purchase.
Without ever having the capability.
So what do Ineed to do
The challenge facing marketers in the 21st Century is
fivefold
Luckily, I have some solutions
Step 1: Identify Social Profile
The social triumvirate can be defined as
IDENTITY
LIFESTYLE CONSUMPTION
Lifestyle + Consumption = Identity
Example: Facebook / Adobe
/Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design
Example: Facebook / Adobe
/Lifestyle As a keen photographer I have liked a multitude of pages on Facebook related to print media and design
/Consumption However, the system had incorrectly identified me as a market recipient for advertisements for adobe products despite liking completely open source alternatives.
Example: Facebook / Adobe
My social profile had not been understood and as such the marketing strategy was inefficient
and not appealing to my Identity
Challenge 2: Validate Social Profile
The future marketer must develop a process to test the validity of a consumers social profile.
Does the consumer have the intent? Does the consumer have the capability?
Will they have the capability in the future?
How does your company identify the difference
between what we consume publicly (virtually) and what
we consume privately (physically)
How accurate is the consumers virtual image of
what they consume?
Does the customer “like” things ironically?
Can this be harnessed as per the Old Spice effect?
How accurate is the consumers virtual image of
what they consume?
How does your company identify the difference
between what we consume publicly (virtually) and what
we consume privately (physically)
Do I “like” Heinz Baked Beans
but actually buy supermarket own brand?
Bottom Line:
Can that unemployed single mother really afford the Louis Vuitton luggage she has become a fan
of?
Is repeated marketing of an unattainable product going to force her to seek counterfeit goods?
Example: Christian Louboutin
/Lifestyle Many of the Facebook fans aspire to own these shoes purely based on media hype generated by female centric television.
It would be interesting to seeHow much of the Twitter trafficis merely “wishing” to own apair.
Example: Christian Louboutin
/Consumption Unfortunately, the reality is that the majority of those that ally themselves with
the CL label will never have the capability to purchase a pair despite
having the intent.
Example: Christian Louboutin
/Identity Any attempt at brand identification is therefore inefficient as supply is created fora social group which can only virtually demand.
The marketing department must validate those consumers that have the purchasing power and focus intently on them. This is valuation.
Challenge 3: Value Consumers
“The evolution of marketing is to make the consumer feel, not like a valued customer, but as
a valued member of society for consuming”
Challenge 3: Value Consumers
“The evolution of marketing is to make the consumer feel, not like a valued customer, but as
a valued member of society for consuming”
Steven FeeneyMarch 2011
Example: National Trust
Is your business promoting value?It builds Loyalty.
Example: National Trust
Targeted advertisements that encourage users to purchase a National Trust membership to protect the forests of the United Kingdom.
Make the consumer feel valued for purchasing the National Trust magazine. Not just by the
Trust by also by society.
“I contribute to something.”
Challenge 4: Develop Loyalty
Challenge 4: Develop Loyalty
If you successfully divide human beings into groups and ask them to
make a choice
you gain brand loyalty for free
Why?
Challenge 4: Develop Loyalty
Because they will naturally become defensive about what they perceive to be a life choice
rather than a consumer choice.
Marketers should exploit this online by forcing combative consumer choices onto social
platforms where appropriate
Challenge 4: Develop Loyalty
Because they will naturally become defensive about what they perceive to be a life choice
rather than a consumer choice.
Marketers should exploit this online by forcing combative consumer choices onto social
platforms where appropriate
The Marm
ite Effect
You Love it o
r Hate it
Challenge 5: Track Changes
Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced?
Challenge 5: Track Changes
Or vice
versa
…Does your marketing process correctly identify when a consumer moves from the repressed category into the seduced?
Challenge 5: Track Changes
Challenge 5: Track Changes
Can your product or service actually facilitate a move
between social groups?
How?
Challenge 5: Track Changes
Let’s take a hypothetical example.
Fictional Suits are a medium sized business with several high street stores.
social groups?
Challenge 5: Track Changes
They typically cater to the middle class (seduced) but is there an opportunity to market to a new demographic –
the repressed?between social groups?
What if they took a different approach?
Challenge 5: Track Changes
Instead of promoting social exclusion they used inclusion as a marketing tool
Challenge 5: Track Changes
Adapt the marketing strategy to incorporate the repressed by showing them Fictional Suits might help them achieve that job they want by dressing smartly…
Challenge 5: Track Changes
Offer special discounts hand in hand with local
job centres that unemployed individuals
can purchase suits for 30% of the retail if the
job centre are willing to foot another 30%...
Challenge 5: Track Changes
In this way the Marketing Department at Fictional Suits is breaking down the barriers
between seduced and repressed and helping to bring about social mobility.
Challenge 5: Track Changes
More importantly they
gain Brand Loyalty
for life!
Summary
Consumer society exists on different levels Repressed and Seduced In the past customers affiliated with a brand
through purchasing Today a consumer can benefit from brand
association without purchasing To social market effectively…
Summary
Define the customer Social Profile Validate that Social Profile Value the customer in original ways Build Brand Loyalty Track and inspire social changes
Summary
Who am I
Hi. I am Steve.
CEO Mavin Management
I am the author of the 100 Day System
The premier guide for bringing the principles of project management to your lifestyle or workplace.
“ Often we expect too much of computers and not enough of ourselves. We
should be asking better questions...”
Nate Silver. Author, FiveThirtyEight
The 100 Day What?
In a review, James Kelly of GeekDad said
Source
The first time I read through the book..…I was blown away
“”
Source
The ultimate way to get organised. Far superior to any mobile app I have used.
The 100 Day System kicks you into high gear.
“”
said
It is the foundation for success
limited availability50% off the digital edition
Just click the photo!
@steven_feeney
uk.linkedin.com/in/feeneysteven/
Shy? Don’t be.
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drop me a
like?
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